South America and Africa Global Communication Planet

Top Media Choices for Online Advertising in South America

This post is also available in: Spanish

Admetricks is a tech tool that measures online campaigns that different advertisers are running in South America in markets like Argentina, Peru, Colombia and Chile. The brand has been sharing the results it has tracked in different markets, and these may help agencies and advertisers in their media planning for future campaigns or to see what competitors are doing.

Argentina
Admetricks tracked the top 10 online advertisers in Argentina during 2013, which were:

  1. Netshoes
  2. Garbarino
  3. Fravega
  4. Entre Mujeres
  5. Club Cupón
  6. Dietas Cormillot
  7. Samsung
  8. Netflix
  9. Ohlalá
  10. Fibertel

The company then compared these top advertisers to the top 5 online media used by advertisers in Argentina during 2013:

  1. Google
  2. La Nación
  3. Clarín
  4. Olé
  5. Taringa

Overall, in Argentina—as in other South American markets—there isn’t a strong correlation between top online advertisers and top online media. For example, Entremujeres only had a heavy presence in Clarín but not in any of the other online media. Ohlalá only had a strong presence in La Nación. Overall, Samsung was the only advertiser with a presence in 4 out of the top 5 online media in Argentina during 2013. Netflix favored Google and had some presence in Taringa while skipping over the other top online media. Clarín and Olé seemed to have the most success in attracting the top online advertisers in Argentina, with 6 out of top 10 having a presence in each of this media. Clarín had the edge over Olé in terms of a stronger presence from these top advertisers.

To find out about the top 10 online media and advertisers in Argentina during the month of January 2014, click here.

Chile
Admetricks hasn’t yet published rankings for top online advertisers or media for 2013 in Chile but the firm does regularly publish monthly updates for these categories. For January 2014, the top online advertisers in Chile were:

  1. Entel
  2. Ucentral
  3. Inacap
  4. Claro
  5. Lan
  6. U Santo Tomás
  7. Recarga Móvil
  8. Copec
  9. Santander
  10. U UCINF

The top online media in Chile in January 2014 were:

  1. Facebook
  2. Emol
  3. Bío-Bío
  4. Google
  5. El Dínamo
  6. La Tercera
  7. El Mostrador
  8. The Clinic
  9. Jaidefinichon
  10. Cooperativa


Colombia
Admetricks tracked the top 10 online advertisers in Colombia during 2013, which were:

  1. Chevrolet
  2. Dell
  3. Link Ofertas
  4. Lan
  5. Dafiti
  6. Qué Buena Compra
  7. Bancolombia
  8. Linio
  9. LBEL
  10. RCN

The company then compared these top advertisers to the top 5 online media used by advertisers in Colombia during 2013:

  1. YouTube
  2. El Espectador
  3. Google
  4. Facebook
  5. Semana

The results showed that the top 10 advertisers did not have strong presences in all of the top 5 online media. For example, LBEL and Chevrolet were the only top advertisers with significant presence in YouTube, while RCN did not have a presence in any of the top 5 online media in Colombia during 2013, according to Admetricks results. Of all of the top 5 online media, El Espectador attracted the largest amount of top 10 advertisers, with 6. In contrast, Facebook, despite its significant popularity, only attracted 2 of the top 10, with e-commerce firm Linio having a very strong presence on the social network.

Peru
Admetricks tracked the top 10 online advertisers in Peru during 2013, which were:

  1. Chevrolet
  2. Neo Autos
  3. Universidad del Pacifico
  4. Movistar
  5. Banco de Crédito
  6. Quiosco Digital
  7. BBVA
  8. Lan
  9. PUCP
  10. Turismo Perú

The company then compared these top advertisers to the top 5 online media used by advertisers in Peru during 2013:

  1. Google
  2. El Comercio
  3. Peru.com
  4. RPP
  5. Peru21

Nine of the 10 top advertisers had a presence on El Comercio’s site during 2013, with Universidad del Pacífico as the only exception. Google was the #2 online medium in Perú in 2013 in terms of attracting top online advertisers, with 7 out of the top 10. Interestingly, Quiosco Digital invested heavily in El Comercio during 2013 but not in any of the other top 5 online media in Peru.

To find out more about how we can help you reach South American Internet users with an online campaign or through programmatic buying, please contact us.

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